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ICStartup 3: customer development


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ICStartup 3: customer development

  1. 1. It’s hard to understand peopleHow to get and make sense of qualitative insightsJohanna Kollmann - @johannakollImperial College London, 20 November 2012 Photo by NASA JSC Photo:
  2. 2. (Some) research methods (yeah we have a lot) Quantitative Qualitative Surveys Contextual inquiryGenerative Interviews Mental models Interviews Diary studies Automated card sort Usability testing Surveys Moderated card sortEvaluative Automated studies Wizard of Oz Analytics A/B Testing Multi-variant testing Adapted from figures by Janice Fraser, Nate Bolt, Christian Rohrer
  3. 3. Before you leave the building
  4. 4. Plan who to talk to where about what and why Photo by angelamaphone
  5. 5. What topics shall the interview cover? Dieting Buying food Exercise Preparing food Eating out Busy lifestyle Struggles
  6. 6. Prompts rather than set questions Day-in-a-life (today, yesterday) Decide what to eat Last time on a diet How active (want vs. do) Preparing food for oneself Preparing food for family/friends
  7. 7. Have a ‘softball question’ ready Please tell me a little bit about your cooking this week. Could you tell me about the last dish you prepared yourself?
  8. 8. Photo by TheeErin:
  9. 9. Out in the wild
  10. 10. Ask open questions – don’t lead YAY NAY • Who • Did • What • Have • When • Are • Where • Were • Why • Will • How Were you trying to do A or B?What were you trying to do?
  11. 11. Some great all-purpose questions• Has there ever been a time when you had x experience?• Could you tell me about that?• What was great about that?• What was awful about that?• Why did you do that?• And then, what happened?• If you had a magic wand, what would you make the situation be like? By Janice Fraser
  12. 12. Do’s and don’ts Photo by Hilde Skjølberg
  13. 13. DoBe the learner, not the expertAsk naïve questionsAsk for specific storiesAllow people time to thinkListen!Take notes or recordTake photos or collect artefacts Photo by Tomas Hellberg
  14. 14. Don’tBe an interrogatorAsk questions that sound like blame, or argumentativeAsk for solutionsTry to solve problems during the interviewAsk what features people wantAsk people to imagine theoretical situations Photo by G Meyer
  15. 15. Making sense of what you saw and heard
  16. 16. Photos taken at DesignJam London events by Rachel Winch and falkowata
  17. 17. Source:
  18. 18. Business Model Canvas
  19. 19. Human activity systemsSoft Systems Methodology Peter Checkland
  20. 20. Leverage points……places within a complex system where a small shift inone thing can produce big changes in everything.…are often counterintuitive.
  21. 21. Rich Picture1. Construction of the Humber Bridge (adapted from Stewart andFortune, 1994) © The Open University 2. Distance Learning Situation © Wood-Harper et al, Information Systems Definition: The Multiview Approach, Blackwell Scientific Publications 1985
  22. 22. Rich Picture elementsStakeholdersWorldviewConnectionsConflicts 2. Distance Learning Situation © Wood-Harper et al, Information Systems Definition: The Multiview Approach, Blackwell Scientific Publications 1985
  23. 23. ResourcesNotes from my Leancamp session on this topic Models by Indi YoungStorytelling for User Experience by Whitney Quesenbery & Kevin BrooksRemote Research by Nate Bolt & Tony TulathimutteUndercover User Experience by Cennydd BowlesDesigning for the Digital Age by Kim GoodwinLUXr resources and materials by Janice Fraser ( and Lane Halley( on User Interface Engineering (
  24. 24. The intuitive mind is a sacred gift and the rational mind is afaithful servant. We have created a society that honors theservant and has forgotten the gift.We will not solve the problems of the world from the samelevel of thinking we were at when we created them. Morethan anything else, this new century demands new thinking:We must change our materially based analyses of the worldaround us to include broader, more multidimensionalperspectives.~Albert Einstein